Louis Tomlinson and his rumoured love interest have always had a "flirty relationship".
Louis Tomlinson
The One Direction star was spotted holding hands with Tamara Bell as they partied at Glastonbury Festival, prompting speculation the pair were an item.
A source shared: "Louis and Tamara have actually been friends for years.
"They were introduced to each other by Lou Teasdale, the band's stylist, and have always enjoyed a flirty relationship without acting upon it. But now that Louis is single again, they've upgraded their friendship into a little more in recent weeks."
The 23-year-old singer - who recently split from long-term love Eleanor Calder - is said to have really fallen for the model.
Another insider added to HollywoodLife.com: "[Tamara] finds him incredibly charming and witty, while he thinks she's a real beauty and is having fun with her.
"They don't want to say it's serious yet - they're not calling each other boyfriend and girlfriend just yet - but they want to see where it goes."
Louis watched James Bay perform at festival alongside his bandmate Niall Horan and the 'Hold Back The River' hitmaker later revealed he was glad he didn't see the stars whilst on stage.
He added: "I've met Niall, he came to my show in LA, he's a lovely lad.
"I didn't know they would be watching and I guess I'm kinda glad I didn't see them. I didn't have chance to look further than the crowd."
Tagged in Niall Horan Louis Tomlinson James Bay